so did the romney campaign. they did come out with a long ad where it is literally mitt romney sitting in front of the camera talk directly to the voters. yes, repeating a lot of the messages that he's said on the stump but doing it personally, i suppose in a way to try to appeal to the folks on a much more personal level to try to draw that personality to add the personality understanding that people often say that they don't have about mitt romney and they've pooled in all of the swing states, including ohio, they've pulled all of the ads that were content ads so the message on healthcare and several ads on coal where they were arguing that obama's policies have really damaged the coal industry and instead in all of the swing states this week, all voters will see from the romney campaign is that personal ad where it is romney talking to them trying to talk to them why he's the right guy on november 6th. >> eliot: alina, that makes the point that the fundamental image of romney has metastasized. it is a negativ